Entain, a global gaming organisation with 27+ brands across 60 websites and 20 languages, faced significant operational challenges due to siloed departments and disconnected workflows. The complexity of their structure, including multiple global offices and acquisitions, had created fragmented Product and UX processes.
As UX Strategy Lead, I needed to:
- Transform end-to-end Product and UX workflows across global teams
- Establish customer-led design and delivery processes
- Align leadership expectations with customer needs
- Create scalable foundation for operational excellence
- Bridge gaps between specialised teams across time zones
Led comprehensive discovery and transformation process:
- Conducted extensive analysis of existing workflows and team dynamics
- Created unified source of truth for global operations
- Designed and validated new cross-functional workflows
- Implemented automation tools for asynchronous collaboration
- Developed customer journey maps to drive organisational change
- Facilitated co-design sessions for process improvement
Delivered transformative operational framework:
- Established standardised processes across global teams
- Created comprehensive documentation and training materials
- Implemented automated tools improving cross-timezone collaboration
- Developed clear implementation strategy and backlog
- Achieved measurable improvements in:
- Team alignment and collaboration
- Process visibility and tracking
- Cross-functional efficiency